It's a wordy one, but a health claim nonetheless.
With fiber consumption still low in the United States, FDA has approved a qualified health claim for whole grains and type 2 diabetes risk reduction. The agency is defining whole grains as intact, ground, cracked or flaked cereal grains that contain their principal components-the endosperm, germ, and bran-in proportions found in the whole grain in nature.
FDA’s decision is a response to a 2012 petition filed by the packaged foods company ConAgra Foods. The company submitted multiple reviews, intervention studies, meta-analyses, and observational studies on whole grains and incidence of type 2 diabetes.
ConAgra was hoping for one of the following health claims:
Instead, FDA is offering these options:
The full health claims aren’t so convincing, but maybe it’s what the consumer reads first that counts. ConAgra Foods has publicly announced its satisfaction with the decision. The company is expected to use the claims on, among other potential products, its 100% Whole Grain Orville Redenbacher’s Popcorn and Ultragrain Whole Wheat Flour, a wheat flour developed for the same taste, texture, and appearance of white flour..
The latest U.S. Dietary Guidelines recommend that Americans consumer 3 oz of whole grains daily.